BRINGING ATHLETIC VALUES TO WORK

For a long time now I have been a sceptic about the value of using sport as a guide to success in business. Talks on how javelin throwing can help you gain market share have always seemed to me to miss the mark.

But I’m changing my mind after last week.

I went to a conference called “Ahead of the Games” at the Royal College of Physicians in Regents Park to hear a cluster of past Olympic medal winners tell their stories.

And something happened to me; it wasn’t, you see, just what they said but what lay behind their talks and the uniformly clean, enthusiastic positivism of their delivery and attitude to life that suddenly got to me. I became not just a believer in the Olympics but in this simple professional approach to life. There were no spurious words about market forces or external factors. This was simply you against them.

Three things particularly stuck in my brain (although if you want my list of all 20 top tips just e-mail me at richard@hallogram.freeserve.co.uk )

1. On marketing – here’s what I jotted down as they were talking “The Olympic buzz is a virus – think of how to create a marketing buzz in your business – create a build up: a sense that something’s going to happen; use real people to talk about it; make the event itself extraordinary; worry about how to exceed expectation and then how to leave a legacy of new talent.” Stop using military metaphors in marketing and start using medical ones. How to create a pandemic for your brand – that’s the marketing man’s real job….spreading the bug.
    
2. On the big performance – be that the race or, say, a business presentation….one chance…one contest…one winner….or as someone said “it’s sometimes not so much winning a bronze as losing a gold”. They all talk about proper preparation, about smiling at the start and reflecting “I’ve done all I can”. If Olympic athletes were as prepared to busk as most business people seem to be we’d never win anything. Robustly thorough preparation is everything.
3. On success – top athletes all surround themselves with good advisors on diet, on positive thinking, on aches and pains, on technique because the difference between success and failure is the small % point improvement such help can give. And all, literally all, talk about WE not I – “we met every week over four years”: “we talked about it”; “we discovered a better way”; “we ran…” Compared with the value of achieving success, good mentoring and coaching is really cheap. Not to be mentored is one sign of career damaging egotism.

This event taught me more about business than I’d expected as well as inspiring me hugely. The Olympics is coming. It’s going to be great. And if business in Britain is half as professional as the builders of the event itself and athletes competing in it then the next good times are just around the corner.